A ticking time bomb lies buried in Naylor's 2016 Association Adviser Communications Benchmarking Report.
The study finds 54% of association execs think their inability to generate non-dues revenue from communications assets is a serious or significant problem, up from 11% in 2015.
That's a monumental leap!
Most trade and professional associations, of course, rely on non-dues revenue to operate.
According to ASAE, 59% of trade associations' revenue is non-dues revenue; and 66% of professional associations' revenue is non-dues revenue.
If Naylor's study is correct, associations may be facing, if not an existential crisis, a financial one.
It's time for associations to quit sitting on their assets (pun intended).